Allure of anime sparks youthful passion

Shuishui began her career as an accountant at a State-owned company, a job with a stable income, symbolically called an "iron rice bowl" job in China. Her friends praised her for excelling in various office roles, whether organizing files or handling accounting tasks.

"They called me an ideal office worker," she said. "But I'm also an idealist. I realized I hadn't found the job I truly wanted."

When a position opened at a company known for creating delicate dolls and collaborating with ACG intellectual properties, Shuishui seized the opportunity without hesitation.

According to a 2024 report by data analysis platform QuestMobile on China's ACG industry, it boasts a consumer base of over 500 million people, creating a solid foundation for consumer demand. Notably, the ACG fan base spans nearly four generations, ranging from those who grew up in the 1980s to fans born in the 2010s, closely aligning with the country's primary consumer demographic.

To outsiders, the surge in anime merchandise might seem like a recent phenomenon.

Shuishui, sitting behind the checkout counter at the store, wearing a straight-cut school-style fringe and glasses, reflected that she grew up reading comic books and watching anime.

The connection with ACG transported Shuishui to a world of joy. "I have little interest in accessories or cosmetics. I save my money for dolls and ACG-related goods," she said.